Pepsi MaxTry a New Tradition This Christmas

Challenge

Leading up to the festive period, Pepsi Max needed to create cut through during a period when competitor activity is at its height.

Aligning with key behaviours of the Pepsi target audience – a sense of adventure and spontaneity – and that Pepsi Max is viewed as an alternative choice for consumers; our challenge was to deliver adventurous, emotive, captivating stories, that showcased some unique and surprising ways people celebrate Christmas Day.

Solution

To create an authentic narrative that inspired viewers, we cast real groups of friends who celebrated Christmas Day by taking part in exciting alternative activities. During an in-depth research process, we sourced groups who took part in both cold water swimming and Christmas Day BMXing.

It was key to capture the contrasts between a peaceful morning and the thrilling moments where our Urban Dippers hit the freezing cold water in a London Lido, or when our young BMXers hit the empty London streets with their

friends, both groups enjoying the novelty of punctuating their Christmas celebrations with an adventurous, energetic and non-traditional activity.

The campaign was rolled out on Channel 4 in 10 second spots, to create reach and frequency throughout the festive period.